James Greet and James Sykes' (CleanThinking) presentation at Mumbrella's Entertainment Marketing Summit 2018

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This document discusses how entertainment companies can better serve audiences and work together across silos. It argues that involvement, not interruption, wins attention today. Entertainment companies need to acknowledge their unique skills at understanding audiences, focus on customer experience over metrics, and provide quality content to keep people engaged. By collaborating more openly across institutional boundaries and teaching clients about understanding audiences, entertainment companies can drive collective progress for their industry.

What makes you so clever?
Knowing your audience
Idea orientation
Customer experience (not
just journey)
Give good reason to
keep coming back
Data
You blend creative and
media thinking

Your
product is
intrinsically
founded
upon ideas

You’ve learned better than anyone who your customers are

You have data
that’s a treasure
trove to partners

You’ve mastered the
art of blending
creative and media
thinking

You’re absolutely
focused on
customer
experience, not on
journey or
conversion

Your product
keeps people
coming back for
more

Why’s this relevant to everyone else?
Only Involvement wins, Interruption doesn’t work any more
Content, content, content = shit, shit, shit

“Shit that travels with the speed of
light is still shit when it gets there”

Your opportunity
Help others help you (to get a
bigger slice of the marketing pie)
Today is the Age of the
Audience (not the siloed pursuit of
eyeballs and the illusion of numbers)

The time is now
With the evolution of media
owners into entertainment
companies…
ThinkTV, NMW, CRA are the
institutional constructs of an
old world
But combined these could
drive collective interests of
the sector as a whole

What you
need to do
Acknowledge and
project your unique
value & skills
Crystallise principles
and behaviours that
work
Teach clients and
agencies the ‘Audience’
playbook
Operate above silos in
your own industry

Why you need
to do this
Agencies as intermediaries
aren’t going to change the
model
They love their status quo
You create the audience, you’re
the circuit breaker
That’s you…
Partnership builders
Producers
Marketers
Publicists

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James Greet and James Sykes' (CleanThinking) presentation at Mumbrella's Entertainment Marketing Summit 2018

1. Let us Entertain Indulge You

5. What makes you so clever? Knowing your audience Idea orientation Customer experience (not just journey) Give good reason to keep coming back Data You blend creative and media thinking

6. Your product is intrinsically founded upon ideas

7. You’ve learned better than anyone who your customers are

8. You have data that’s a treasure trove to partners

9. You’ve mastered the art of blending creative and media thinking

10. You’re absolutely focused on customer experience, not on journey or conversion

11. Your product keeps people coming back for more

12. Why’s this relevant to everyone else? Only Involvement wins, Interruption doesn’t work any more Content, content, content = shit, shit, shit

13. “Shit that travels with the speed of light is still shit when it gets there”

14. Your opportunity Help others help you (to get a bigger slice of the marketing pie) Today is the Age of the Audience (not the siloed pursuit of eyeballs and the illusion of numbers)

15. The time is now With the evolution of media owners into entertainment companies… ThinkTV, NMW, CRA are the institutional constructs of an old world But combined these could drive collective interests of the sector as a whole

16. What you need to do Acknowledge and project your unique value & skills Crystallise principles and behaviours that work Teach clients and agencies the ‘Audience’ playbook Operate above silos in your own industry

17. Why you need to do this Agencies as intermediaries aren’t going to change the model They love their status quo You create the audience, you’re the circuit breaker That’s you… Partnership builders Producers Marketers Publicists

18.

19. Breaking down silos

James Greet and James Sykes' (CleanThinking) presentation at Mumbrella's Entertainment Marketing Summit 2018

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